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The FOMO Effect: How Limited Edition Beauty Products Influence Gen Z’s Perception of Brand Exclusivity

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dc.contributor.advisorCLAASEN, Cyrlene
dc.creatorMedina Ramírez, Natalia
dc.creator.degreeAdministrador de Negocios Internacionalesspa
dc.creator.degreeAdministrador de Negocios Internacionales
dc.creator.degreeLevelPregrado
dc.date.accessioned2025-10-28T14:32:44Z
dc.date.available2025-10-28T14:32:44Z
dc.date.created2025-10-09
dc.descriptionEl miedo a perderse algo (Fear of Missing Out, FOMO) encabezó la lista de factores que influyeron en las compras impulsivas y urgentes de los consumidores en mi investigación, mientras que las redes sociales desempeñaron un papel fundamental al reforzar la idea de exclusividad dentro de los llamados hype cycles. Los resultados muestran que la exclusividad ya no se percibe únicamente como un concepto de marketing, sino como una idea construida psicológica y simbólicamente por la sociedad. La industria de la belleza está empleando estrategias basadas en la escasez de manera intensiva, con el propósito de elevar el prestigio de las marcas y atraer a nuevos consumidores. Un ejemplo de estas estrategias son las ediciones limitadas, que no solo generan reacciones impulsivas inmediatas, sino que también atraen a grandes audiencias, aumentando significativamente las ventas a corto plazo. En general, mi investigación subraya las desventajas de depender únicamente de la exclusividad como método. Si bien las ediciones limitadas pueden generar mucha atención en un corto periodo de tiempo, su capacidad para fomentar la lealtad hacia la marca depende en gran medida de otros factores. Algunos participantes del estudio señalaron que, después de adquirir un producto exclusivo, sintieron una conexión más fuerte con la marca; sin embargo, para la mayoría, este efecto fue efímero. La verdadera lealtad solo es posible mediante una práctica constante de storytelling, construcción genuina de comunidad y alineación con los valores de la Generación Z, como la transparencia y la sostenibilidad. Este estudio constituye un ejemplo de cómo puede ampliarse la literatura existente al redefinir la exclusividad como un fenómeno psicológico y cultural dentro del marketing de escasez. Para quienes están a cargo de la toma de decisiones en las marcas, el mensaje es claro: si desean mantener el interés del consumidor más allá del entusiasmo momentáneo, deben encontrar un equilibrio entre escasez y autenticidad, generar un impacto visual y narrar la historia de la exclusividad de una manera que sea coherente con los valores de la Generación Z, con el fin de construir una lealtad duradera hacia la marca.
dc.description.abstractThe fear of missing out (FOMO) topped the list of factors that influenced the buyers' urgent impulse purchasing in my research, while social networks were instrumental in supporting the idea of exclusivity within the hype cycles. The results show that exclusivity is no longer perceived as merely a marketing concept but a psychologically and symbolically-created idea by society. Beauty industry is employing scarcity-driven strategies to the extreme for the purpose of elevating the brands’ prestige and luring new consumers. One example of these strategies is limited-edition releases that not only generate the most immediate impulse reactions but also attract large audiences, and therefore short-term sales, grow tremendously. In general, my research underlines the disadvantages of depending on exclusivity alone as a method. Limited editions, while they can almost always generate a lot of attention for a short period of time, their capacity to develop the brand's people's loyalty is very much dependent on other aspects. A few participants in the study pointed out that after acquiring something exclusively, they felt a stronger connection to the brand, but, for the majority, the effect was very short-lived. True loyalty to the brand is only possible through the continuing practice of storytelling, real community-building, and being in line with Gen Z principles such as transparency and sustainability. This study is one of such examples of how the existing literature can be expanded by redefining exclusivity as a psychological and cultural phenomenon within scarcity marketing. 10 For the people who are responsible for the decision making of the brand, one thing is very crystal clear: if they want to get rid of the short-lived frenzy and still keep the consumers coming, then they have to strike a balance between scarcity and authenticity, make a visual impression, and tell the story of exclusivity in a way that would be compatible with the values of the Gen Z consumers, so as to establish a lasting brand loyalty.
dc.format.extent104 pp
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dc.identifier.doihttps://doi.org/10.48713/10336_46826
dc.identifier.urihttps://repository.urosario.edu.co/handle/10336/46826
dc.language.isoeng
dc.publisherUniversidad del Rosario
dc.publisherRennes School of Business
dc.publisher.departmentEscuela de Administración
dc.publisher.programAdministración de Negocios Internacionales
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
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dc.source.instnameinstname:Universidad del Rosario
dc.source.reponamereponame:Repositorio Institucional EdocUR
dc.subjectMiedo a Perderse Algo (FOMO)
dc.subjectMarketing de Escasez
dc.subjectGeneración Z
dc.subjectExclusividad de Marca
dc.subjectMarketing de Influencers
dc.subjectValidación Social
dc.subjectIndustria de la Belleza
dc.subjectComportamiento del Consumidor
dc.subject.keywordFear of Missing Out (FOMO)
dc.subject.keywordScarcity Marketing
dc.subject.keywordGeneration Z
dc.subject.keywordBrand Exclusivity
dc.subject.keywordInfluencer Marketing
dc.subject.keywordSocial Validation
dc.subject.keywordBeauty Industry
dc.subject.keywordConsumer Behavior
dc.titleThe FOMO Effect: How Limited Edition Beauty Products Influence Gen Z’s Perception of Brand Exclusivity
dc.title.TranslatedTitleEl efecto del FOMO: Cómo los productos de belleza de edición limitada influyen en la percepción de exclusividad de marca de la Generación Z
dc.typebachelorThesis
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersion
dc.type.spaTrabajo de grado
local.department.reportEscuela de Administración
local.regionesBogotá
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